Louis Vuitton is celebrating its 150th birthday. Next week, as part of the fanfare, a new store will open on New York's Fifth Avenue. In Paris, they are already celebrating having created a chocolate-brown trunk with gold initials.

Founded in 1854 by the son of a carpenter, Louis Vuitton has made its mark as a world-class operation.

"We did not want to focus on one single event with a cake and candles, but to make people understand that after 150 years Vuitton is forever young, fresh and creative," says Yves Carcelle, chairman and C.E.O. of the leather-goods company. Working with Bernard Arnault, Chairman of LVMH (Moët Hennessy Louis Vuitton), Carcelle grew the business last year to $3.74 billion.

Perhaps, this is one of the reasons Louis Vuitton never has a sale.

Since 1854 when Mr. Vuitton opened his first store in Paris, he and his son Georges have been attracting luxury travelers from around the world. Movie stars and other celebrities have proudly worn or carried the LV initials for over a century. Today, LVMH is truly a global business having been a pioneer in China (since 1992) and in India (since 2003). Late this year, a store is expected to open in Johannesburg, South Africa.

Henry Racamier deserves credit for having driven both this growth and the merger with Moët, Chandon and Hennessy. Carcelle, who took over the helm in 1990, was brought on by Arnault when they took over the conglomerate. Over the past fourteen years, the LVMH brand has become synonymous with the America's Cup yachting race. Over fifty luxury names have come under the LVMH umbrella including Fendi, Christian Dior perfumes and watches, Givenchy, Donna Karan, and eLUXURY. In 1998, American fashion designer, Marc Jacobs, was given the reigns to launch Vuitton fashion. New York-based Jacobs is in charge of Vuitton clothing, as well as, handbags, jewelry, watches, as well as his own private label.

In San Francisco, Louis Vuitton is a cornerstone of Union Square. Louis Vuitton is one of eighty-four Select Union Square Establishments featured in the premier edition of The Rugged Elegance Companion...Your Guide to Places of Taste -- to be released next week.

In Paris, San Francisco, New York and all around the world, we congratulate LVMH for their uncompromising focus on quality luxury goods.

May the next 150 years be as profitable and rewarding!

~Jennifer

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